The Epidemic Forced The Head Of Vehicle Enterprises To Open New Scenes Of Live Goods Vehicle Marketing.

"There are several ideas for modeling, one is very amazing, the other is a bear looking type, and the German Volkswagen is an eye candy type, like Tang Wei in a movie star."

At 14 o'clock in March 1, 2020, Ma Zhenshan, deputy general manager of FAW Volkswagen sales company, appeared in FAW Volkswagen chatting studio, and brought to see the live webcast, the new product and the sales policy of the public brand.

This is only a live broadcast in the industry known as "live broadcast of 66 days". On the same day, FAW Volkswagen set up 66 people including FAW Volkswagen executives, managers and distributors. It started in turn between the jitter and the live broadcast, and answered all kinds of problems such as car watching, car selection, car buying and after sale service. The total live time was 5419 minutes.

Of course, the FAW Volkswagen executives into the studio is not the industry's first time.

In February 14th, during the Valentine's day, Yu Jingmin, deputy general manager of SAIC passenger car, had already tried to broadcast live goods with G, a joint blogger. In an hour's live broadcast, he attracted nearly 500 thousand people's interaction. In February 29th, Yu Jing min started broadcasting again, giving the media and netizens a detailed introduction of Roewe's "active purify health capsule".

Yan Hongbin, deputy general manager of Dongfeng passenger car company in Wuhan, changed the image of the car dealer, took the apron to the kitchen, and dried a bowl of hot noodle.

The epidemic disrupted the normal pace of operation of the automobile industry, forcing manufacturers and dealers to make corresponding changes.

From the line to the line, from behind the scenes to the front desk, even though the car companies are going to live in the field, they are mostly out of the helpless action of epidemic prevention and control. But it is certain that under the epidemic situation, there are few opportunities for car companies to maintain the exposure of car brands.

"The impact of the epidemic on the domestic automotive industry is very large, and also very far-reaching. At present, we can see that direct selling of live cars has become a universal demand for the whole industry." Yao Junhong, the founder and CEO of the search vehicle, said in an interview with an economic reporter in twenty-first Century. "Behind this demand, it reflects the urgent need for the industry to digitalization and online upgrading traditional businesses. It can be said that the auto industry has been facing the demand of Digitalization for a long time, and the epidemic has only accelerated the urgency of this demand.

Online marketing opportunities?

"The epidemic provides an opportunity for car companies to test the water network marketing, or online marketing experiment." Zhong Shi, a senior automotive analyst, told reporters, "before all businesses want to do online marketing, consumers also have certain needs. But thanks to the inertia of traditional offline exhibitions, they can not shift the focus to online. This is just the chance to subvert traditional marketing mode. "

According to the latest research data of China Circulation Association, as of 15 March 2nd, the efficiency of comprehensive reintegration of 123 auto dealer groups and 8095 4S stores in Beijing, Shanghai, Tianjin, Chongqing, Hebei, Fujian, Guangdong and other 20 provinces (autonomous regions and municipalities) was only 36.6%.

At the same time, the current stock early warning index is still high, 62.7% of the value is far more than 50% of the ups and downs.

In order to break the shackles of consumers unable to shop, many dealers have tried to transform and upgrade. Through live broadcast, short video and other online marketing methods, consumers can stay online to watch cars and pick cars.

The analysis of the impact of the epidemic on the automobile market released by the China Automobile Circulation Association jointly revealed that the proportion of distributors started to increase from 1% before the Spring Festival to 49%. Users have a strong enthusiasm for online live broadcast, regardless of seeding time and penetration.

Official data from FAW Volkswagen showed that as of 18, the total number of "66 day group" live broadcast reached 406 thousand, with a total attendance of 1 million 120 thousand. Among them, Ma Zhan Shan's own micro-blog has played 1 million 340 thousand times.

"This new Internet technology and mode brings a new development opportunity to the automobile industry. It is explained that the car originally had to rely on the exhibition hall below the line. Now the live broadcast mode, I let you look at my factory, let you see how the car is produced, and find experts in the industry to comment on the various parts of the car, which is much clearer than the sale of the general 4S shop, which brings new ideas. Opportunity. " Yao Junhong believes that the development of live broadcast and short video will bring a great impetus to the overall online sale of automobiles.

"The most important thing is that when the whole management takes the lead, it also brings confidence to dealers, and at the same time, it can directly communicate with customers, understand the real needs of customers, and then serve customers together." Ma Zhenshan told reporters, "in addition, manufacturers know more about products, processes, materials, design principles, and sales policies, and these contents are exactly what consumers want to hear."

Direct broadcast with goods needs normalization and multi direction.

In Yao Junhong's view, digitalization and online will surely be the future development direction of the automotive industry. "This epidemic has a great impact on the original business model of the offline retail system. By contacting some of our customers, the overall feedback we see at the moment is that the online demand for business activities is urgent, and the demand for online access and transaction is very urgent."

For car companies and distributors, live selling cars break through traditional car selling scenes, open up barriers on line and line, break through the limitation of time and space, and achieve a wide range of consumer coverage.

But in Ma Zhen Shan's view, live broadcasting is still at the initial stage in the field of car sales, and the effect of live broadcasting with goods is better, but the car is a big piece, actually the whole cargo effect is still in the beginning.

FAW Volkswagen has six major areas and thousands of dealers in the country, and their objective conditions are different. It is difficult to work together and requires strong system support. Under the epidemic situation, we can not gather to meet. We need to rely on Digitalized office work together to cooperate with regional distributors. At the same time, there is no mature data system support. FAW Volkswagen related personage said in an interview with reporters, because online live broadcasting is still a new thing in the automotive industry, there is not much experience to follow, but also faces some difficulties to be solved.

"So from now on, the live broadcast should become a normalization. It needs a lot of brains in the live broadcast, which is stressful to everyone. But at least management can broadcast live, everyone can face customers and communicate with customers. Only in this way can we improve the cost efficiency ratio and improve our image in our customers. Ma Zhenshan said.

In addition, Ma Zhenshan believes that direct seeding needs multiple directions. The media, distributors and manufacturers participate in the live broadcast to form an environment for communication and communication with consumers.

"Dialogue with consumers is a demand for the times, especially for young consumers." Ma Zhenshan told reporters.

It is understood that as early as last year, FAW Volkswagen dealer team and staff team began to explore and try the form of live broadcast, also laid the foundation for the "66 day regiment" live broadcast.

"Automobile marketing has been lagging behind the rapid growth. This epidemic has stimulated the way of live broadcasting, and in fact, it is indeed an opportunity. The sale of cars will definitely become a competitive market in the future. Ma Zhenshan said that with the decline of electric vehicle barriers, the popularization of battery, motor and electronic control, and the improvement of popularization, the future car will be similar to mobile phones. It will also put forward higher requirements for the application of enterprise marketing, the speed of market reaction and innovation, and the future automobile marketing will also be more intense.

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